Leading the Way in New Product Introductions: Publicity's Message Sequencing Success With Corporate Credibility and Image as Moderators

This investigation further nuanced previous designs in comparing the effectiveness of 4 IMC message sequencing strategies (publicity-publicity, publicity-advertising, advertising-publicity, and advertising-advertising) by introducing them into a new context-new product introductions. In addition, this investigation introduced corporate image and credibility as moderators of the effectiveness of sequence strategies. A 2-phase experiment was conducted involving 423 participants. The results revealed the publicity-publicity sequence strategy is most effective in generating positive product attitude and purchase intent, followed by either sequence of publicity and advertising, with the advertising-advertising strategy being least effective. Positive corporate image and high credibility attenuated the effectiveness of the publicity strategy.